Careem has announced a new partnership with smart out-of-home (OOH) advertising company Flyby to take its in-app advertising beyond mobile screens and into Dubai’s streets. The collaboration enables brands advertising on Careem’s Everything App to also activate campaigns across Careem’s delivery bikes, creating a seamless connection between digital and physical touchpoints.
Under the partnership, Flyby’s smart, digital delivery boxes will be mounted on Careem bikes, turning them into moving digital billboards. These cloud-connected, IoT-enabled boxes feature three high-visibility LED screens designed for both daytime and nighttime exposure, offering eye-level brand visibility across areas where traditional billboards are scarce.
The initiative strengthens Careem’s growing media ecosystem by blending in-app engagement with real-world presence in busy urban environments such as Palm Jumeirah, Dubai Marina, Media City and Jumeirah Lakes Towers. This allows advertisers to reach consumers throughout their daily routines—at home, at work, and on the move.
Karim Abdelhamid, Senior Ads Sales Manager at Careem, said the partnership enhances how brands connect with consumers throughout the day. “This partnership with Flyby takes our advertising offering to the next level – helping brands connect with people wherever they are, whether they’re scrolling through the app, taking a walk, or passing a Careem delivery bike on the street.”
From Flyby’s perspective, the collaboration opens up new possibilities for street-level storytelling in the city. “This partnership with Careem connects the digital and physical worlds to create a new way of reaching people,” said Saher Khattab, Head of Advertising at Flyby. “Flyby takes brand stories at eye-level to the streets of Dubai, where conventional billboards don’t exist – redefining how brands connect with people on the move.”
Flyby currently operates 250 smart delivery boxes and plans to scale this number to 1,000 units by summer 2026. Discussions are ongoing between both companies regarding how many of these units will be deployed across Careem’s fleet.
Beyond advertising, the smart boxes also collect telemetry data related to rider behaviour, including braking and speeding patterns. This data can support road safety initiatives and potentially enable incentive programmes for safe riding.
From a media and technology standpoint, the platform supports dynamic, rule-based ad delivery using location, neighbourhood, time-of-day and day-part targeting. Programmatic capabilities, including DSP and SSP integrations with automated optimisation, are under development and expected to roll out next year.
By adding a physical OOH layer to its advertising proposition, Careem is combining Flyby’s location-driven technology with its own customer data and insights, as both companies work towards building a more connected, data-led urban media network.
Read more: Careem’s 2025 Trends Report
